How Snickers Got Famous Gamers on Twitch to Become Unrecognizable From Hunger

'You're Not You' keeps on giving

Snickers' "You're Not You When You're Hungry" campaign continues to prove fertile ground for social campaigns. A few months ago, Snickers got YouTubers to post terrible videos as if they recorded them hungry. Now, the candy brand has moved on to Twitch—the gaming platform where thousands of gamers live-broadcast video of themselves playing.

Working with BBDO New York, Snickers partnered with three gamers who have hundreds of thousands of followers apiece, and had each of them start playing poorly—very unlike them—the hungrier they got. Then the stunt got even more peculiar, thanks to some costumes.